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Audience Clusters & Intent Analytics using OhanaQB

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This presentation talks about the benefits of creating an Audience Cloud & Audience Clusters within it - in order to understand your audience better and run campaigns tuned to what you know about your audience.

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Audience Clusters & Intent Analytics using OhanaQB

  1. 1. Ohana QB: Audience Clustering Technology & Intent Analytics<br />Product & Marketing, Team Ohana<br />www.ohana-media.com @ohana_media<br />Ohana Knowledge Series<br />
  2. 2. Ohana QB: Audience Clustering Technology and Intent Analytics<br />Online eCommerce Service<br />XYZ.com<br />XYZ.com<br />XYZ.com<br />eCommerce Website<br />Add to Cart<br />Thank-You<br />Metrics Measured<br />Total Transactions per Day<br />Visitors<br />1% - 3%<br />Average Ticket Size<br />Revenue Per Day<br />Funnel Conversion<br />Customers<br />www.ohana-media.com @ohana_media<br />Ohana Knowledge Series<br />
  3. 3. Ohana QB: Audience Clustering Technology and Intent Analytics<br />There is more behind the 1% conversion rate<br />Visitors<br />1%<br />Funnel Conversion<br />Customers<br />Not all users convert at 1%. Certain audience segments may convert at 5%, some at 0.5%<br />0.3%<br />0.1%<br />0.7%<br />1%<br />2%<br />3%<br />5%<br />The<br />Micro-funnels<br />The above-average audience clusters<br />Below average clusters<br />www.ohana-media.com @ohana_media<br />Ohana Knowledge Series<br />
  4. 4. Ohana QB: Audience Clustering Technology and Intent Analytics<br />XYZ.com Audience Cloud<br />48%<br />Apparel & Fashion<br />Audience Network Cloud:<br />Post Ohana QB implementation, QB forms an universal cluster of all visitors which is also referred to as the audience network cloud.<br />The underlying QB technology enables this audience network to capture all user intent patterns – explicit and implicit. Audience clusters are later defined out of this Cloud<br />8%<br />Books<br />12%<br />Custo-mers<br />34%<br />Music Players<br />19%<br />Digital<br />Cameras<br />25%<br />Mobile Phones<br />XYZ.com Audience Network Cloud. 1,342,124 Users in Network<br />www.ohana-media.com @ohana_media<br />Ohana Knowledge Series<br />
  5. 5. Ohana QB: Audience Clustering Technology and Intent Analytics<br />Understanding Audience Cluster building Technology<br />Browsing Patterns & Paths<br />48%<br />Apparel & Fashion<br />Based on website navigation and consumer flow<br />User Intent & Behavior Capture<br />Implicit and Explicit – Onsite & Offsite search, Advertisements (Search, Display for other), Event Triggers<br />Segmentation of Users<br />Category Based<br />City or Country Based<br />Using Content Sensing<br />Customers v/s Non-Customers<br />Level of User Engagement<br />Time Spent, Recency, Frequency of Visit/Intent<br />www.ohana-media.com @ohana_media<br />Ohana Knowledge Series<br />
  6. 6. Ohana QB: Audience Clustering Technology and Intent Analytics<br />Intent Analytics behind these Clusters<br />Cluster Intent Analytics<br />Total Revenue: $50,000<br />Avg Ticket Price: $1000<br />Number of Transactions: 500<br />Funnel Conversion: 10%<br />Engagement: High<br />Audience Cluster Size: 250,000<br />Active in last 30 days: 65%<br />% of Universal: 18%<br />Emails Captured: 150,000<br />48%<br />Apparel & Fashion<br />Universal Cluster<br />Cluster DefinitionAll users who:<br /> - Visited Apparel Category<br /> - Searched for T-Shirt<br /> - Came from Facebook<br /> - Spent more than 5 minutes<br />Total Revenue: $500,000<br />Avg Ticket Price: $500<br />Number of Transactions: 1000<br />Funnel Conversion: 1%<br />XYZ.com Audience Network Cloud. 1,342,124 Users in Network<br />www.ohana-media.com @ohana_media<br />Ohana Knowledge Series<br />
  7. 7. Ohana QB: Audience Clustering Technology and Intent Analytics<br />Benefits of Audience Clustering<br />Know More about your Audience<br />Ohana QB<br />Audience Clustering<br />Technology<br />Understand which clusters/intents convert best for your service, contribute highest revenues, have highest level of user engagement<br />Actionable Analytics<br />Your audience network cloud provides actionable analytics.<br />Personalize user experience on your site and market off your website.<br />Intelligent Marketing Campaigns<br />Build highly relevant marketing experiences across channels (SEM, Display & Email) based on rich user data and self-learning algorithms<br />Save Time!<br />Cluster-wise funnels, engagement, reports. Actionable Analytics<br />Relevant Marketing Experiences for consumers.<br />Its all here in one place.<br />www.ohana-media.com @ohana_media<br />Ohana Knowledge Series<br />
  8. 8. Mahalo!<br />Interested in building your own<br />Audience Network and Clusters?<br />Talk to Us:<br />Vivek, Shameek or Pravin<br />write on: aloha@ohana-media.com<br />www.ohana-media.com @ohana_media<br />Ohana Knowledge Series<br />

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